Comparison of Marketing Mix Strategies Used by Apple Watch Series 6 and Fitbit Versa 2

This report compares the marketing mix strategies used by Apple Watch Series 6 and Fitbit Versa 2 to attract and influence customers. It discusses the target market, products/brand, price, place, and promotion strategies employed by both brands. The report concludes with recommendations for companies to achieve their objectives.

Individual report The
4Psmarketing mix
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. Executive Summary
It is responsibility of marketer to understand taste and preferences of people and find
best suitable options that could contribute in its fulfilment. The main aim of report is to
understand the way Marketing mix tool is used by marketer of different brand to induce
customers to select products or services of specific company in order to satisfy their wants and
requirement. Secondary source have been used to conduct research related to marketing mix
used by Apple watch series 6 and Fitbit Versa 2. It has explained about the way different
elements of 4 P’s have been used by two brands to attain their respective objectives.
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
Finding.............................................................................................................................................4
1. Target market...........................................................................................................................4
2. Products/ Brand.......................................................................................................................5
3. Price.........................................................................................................................................5
4. Place.........................................................................................................................................6
5. Promotion................................................................................................................................6
RECOMMENDATION AND CONCLUSION..............................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Marketing is a important function of organisation as it helps in generating more sales
volume and profit margin by influencing more number of customers to be part of organisation
for satisfaction of their respective needs. Apple watch series 6 is smart watch launched by Apple
that measure individuals blood oxygen level, take ECG anytime and helps in reviewing our
fitness metrics. On the other hand, Fitbit versa 2 is more advance heart rate sensors and track
total calories that are burned during particular day so that people can take accurate action to
maintain their good health. This report is comparison between marketing mix used by two most
popular brand i.e, Fitbit and Apple watch series 6 to motivates and influence maximum number
of individuals within enterprise. So, the aim is to understand the way different marketing mix
strategy contributed in growth and expansion of business.
Finding
Marketing mix is one of the effective techniques or strategy that is used by marketer to
attract more and more customers within organisation. Products, price, place, promotion are 4 P’s
that are used by marketer of firm in order to build strong brand image and enhance sales volume
of firm. Therefore, different marketing mix strategy used by both Apple watch series 6 and Fitbit
can be explained below as:
1. Target market
It states about type of people or group of individuals that particular brand wants to target in
order to influence or motivate them to make purchase for satisfaction of their respective
requirements. It has significantly focused on age group of 25-44 or younger generation that
wants to monitor their health to stay fit and healthy for more time. Apple watch series 6 offer
new feature of ECG scanner thus it tried to attract older generation by provide real time data
from doctors (Sathana,Velnampy and Rajumesh, 2018). Apple watch series 6 is brand of Apple
Company that manufactures premium price products so it has tried to attract people that belong
to rich income group. So that they can easily influence to make use of watch to keep record of
their health and stay fit for longer time frame,
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On the other hand currently target market of Fitbit versa 2 is number of individuals that
are 30+ that are searching for alternatives to be fit, active and managed their overweight to enjoy
life. It has also target people that are active but interest or motivated to track their daily
activities, routine or level of energy in their body. Thus, company by targeting such group of
people is able to sells 4 billion devices and compete with other firm like Apple, Jawbone and
Nike.
2. Products/ Brand
It is another element of marketing mix that explained about brand image or qualities,
varieties of products and services that are offered by company to its customers. Apple is one well
known international brand that offers highly qualitative, unique products or services that are
beyond expectancy of customers. Apple watch series have strong brand image or reputation in
market that helps in emotionally connecting with people as they think Apple products makes
them feel and look different (Purwanto, 2016). It is having 40 mm and 44 mm retina display,
new S6 chips that is a new sensor offer faster performance, U1 chip is also present in Apple
watch series 6 that have in detecting exact location or place. It is first watch of Apple that
supports 5GHz and charge 20% more than Series 5. There are different types of colour that are
offered by brand such as gold, silver, gray, blue and red so that customers can make choice as
per their wants.
Fitbit versa 2, Smart watch now available in five different colours of bands like copper
rose, back and grey which can be selected by people as per their taste and preference. Company
have refined its more than original versa as display have been upgraded from standard to high
definition. It had made attractive and unique design of watch so that customers at first seeing
watch can be motivated to purchase it for satisfaction of their respective requirements. For
example: black border around screen, larger display with wide text, app icons and button. It is
heart rate sensor and having water resistance capacity up to 50 meters thus individuals can wear
at time of swimming also (Khan, 2019). It has a great performance and unique features that
contribute in developing strong brand image in minds and hearts of maximum customers that are
living in society.
3. Price
It describe the price that firm have decided to sells its products and services to customers
so that organisation can earn large amount of profit margin. Fitbit versa 2 brand have set
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competitive pricing strategy or tried to sells products or services at medium rates so that more
number of customers are motivated to be part of it rather than other competitors like Apple watch
series 6 (Fitbit’s Marketing Strategy Has Shifted To Social And Community, 2017). Whereas
Apple watch series 6 have set premium price of its products as it believes that quality matter
more than price. Therefore, it order to attract large number of individuals it have decided to offer
seamless experienced to customers so that company can easily grow and expand its business.
4. Place
It is element of marketing mix that illustrated the place at which products or services of
firm are sold or available to end users for benefit of organisation. Both brand have make use of
online as well as offline method to distribute products to end users and enhance sales volume of
firm. Customers by visiting stores of Apple can easily purchase Apple watch series 6 at the same
time they can book or order products through official website of company by making online
payment. Thus, all such method of distribution has contribute ease and comfort to customers to
select products even while staying at home (The seven P’s of the Apple Watch Marketing mix,
2016). Fitbit versa 2 are available in supermarket such as Walmart or customers can also book it
through online sources or official websites by reviewing its features and previous experienced of
customers by analysing rating. Thus, effective distributional channel have contributed in quickly
and time delivery of products and services thereby satisfaction of customers requirements in best
possible manner.
5. Promotion
Marketing manager spend lot of time, money and efforts in order to decide appropriate
strategies that could be fruitful in promoting brand or products and services to customers. Both
company have use different channel or method of promotion to attract individuals such as mouth
publicity, strong brand image, apple logo and slogan are some method that are used by Apple
watch series 6 to enhance its sales volume. Most of the people across worldwide are aware of
quality, unique and innovative feature provided by Apple thus they are ready to pay high price
for getting maximum value (4 Powerful Ps You Need to Know About Apple’s Marketing Mix,
2020). It is always search is best possible alternative to promote products thus invest huge
amount in advertisement through billboards or TV that contribute in enhancing overall market
share of firm.
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Fitbit versa 2 with innovation in development in technology have make use of social
media platform like Facebook, twitter and Instragram to generate awareness about new products
that is launched by brand to meet customers’ needs. It have provide detailed related to products
and services on official websites, post image, features and prices of products so that customers
can easily take decision to select it than others. Company has also used of sales promotional
techniques or promotional offers to maintain and build loyal customers within organisation for
long term growth and success of firm (BRAHIMI, 2020). Thus, different promotional efforts
have contributed in adding new and new customers and retaining satisfaction of existing
individuals for development of organisation.
RECOMMENDATION AND CONCLUSION
From the above report it can be concluded that company by making use of different
elements of marketing mix is able to build strong relationship with customers. Both brand named
as Apple watch series 6 and Fitbit versa 2 marketing manager have used several strategies to
promote products so that more profit and sales can be enjoyed by firm. At last it can be
concluded from above analysis that company by focusing more on customers satisfaction level is
able to grow and sustain in highly competitive environment. So, from the above evaluation and
discussion, there are few suggestion that could be used by companies to attain their objectives
such as:
1. Marketing manager needs to conduct market survey, take feedback from customers in
order to take corrective actions to improve weak point so that people can feel happy and
satisfied thus motivated to be part of firm for longer run.
2. Secondly brands needs to invest in research and development departments to add
differentiate or unique features to products. As in recent scenario, people wants to have
better and healthy lifestyles so firms by offering qualitative products at reasonable rates
can lead to growth and success of enterprise in electronic industry.
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REFERENCES
Book and journals
BRAHIMI, M., 2020. Improving E-marketing using Big Data Technology.
Khan, E., 2019. Marketing Mix and the E-loyalty.
Purwanto, E., 2016. Grounded Research on Business Strategy and Performance. International
Journal of Innovation and Applied Studies, 17(4), p.1209.
Sathana, V., Velnampy, T. and Rajumesh, S., 2018. A Conceptual Study of Marketing Strategy
and Development of SME. J Account Mark, 7(282). p.2.
Online
4 Powerful Ps You Need to Know About Apple’s Marketing Mix, 2020, [Online]. Available
Through: < https://titanwebmarketingsolutions.com/4-powerful-ps-need-know-apples-
marketing-mix/>.
Fitbit’s Marketing Strategy Has Shifted To Social And Community, 2017. [Online]. Available
Through: < https://www.alistdaily.com/strategy/how-fitbits-marketing-strategy-has-
shifted-to-social-and-community/>.
The seven P’s of the Apple Watch Marketing mix, 2016. [Online]. Available Through: <
https://www.grin.com/document/437674>.
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